Swipe Urges People to Live Their Faith
Swipe was presented with the ‘The Most innovation driven company in 2012 by the World Brand congress. Its user friendly and reasonably priced 3 D tablet brought it appreciation and acknowledgement.
It has since aggressively entered the telecom market – and has recently launched Konnectme smartphone at the price point of Rs. 3,999. Shripal Gandhi, CEO, Swipe Technologies states that Swipe telecom has not one but three unique selling prepositions. He says, “There are three USPs of ourbrand, firstly it is innovation driven and available at an affordable price for the Indian consumers, secondly they are the only brand that focuses on mid to high devices and thirdly they are the only team in the country today which does not hail from a distribution background like Lenovo, Compaq, Nikon, Canon.”
The launch of its new smartphone is backed by an aggressive marketing campaign ‘Live Your Faith’. It took approximately nine months to complete the entire campaign with a marketing budget of 30 crores.
While the company was sure that it wanted a celebrity brand ambassador with large appeal, they did not want anyone who already had backup in the industry.For their brand ambassador, they were looking for somebody who was self-made, and didn’t have a legacy.
They were keen on someone who has lived his/her faith, and has excelled, no matter which field they are in. Priyanka Chopra fitted all these criteria as she is self-made and came from a small town like Bareli, and made her mark without initially knowing anyone in the industry.Gandhi says, “Priyanka is now diversifying her talents into music and singing, and also will be appearing in an American series Quantico. These qualities in Priyanka go hand in hand with the goals of the brand, such as to be global. To top it all, she is a youth icon”
In Live Your Faith campaign Priyanka opens up to the world about her humble background and not having any mentor, ‘but still she believed in her dream and this is what she is today.’
It is a 360 degree campaign and has a presence on all the mediums. The campaign has already been broken in Mumbai through outdoor advertising as well as print. Times of India published a full page jacket of the campaign.Swipe is now all set to roll the campaign across the country. Besides the campaign featuring Priyanka Chopra, the brand would also capture stories of people from across the country, who have actually lived their faith. All these stories would be a part of their digital campaign and find a place on Swipe’s website and social media presence.
Swipe’s focus is on the youth of India, specially youngsters in their first jobs as that is where they have maximum aspiration, and their brand fits in very well.